Canadians like their coffee, and as trends come and go, restaurateurs who can tap into changing consumer tastes can differentiate themselves with targeted marketing and increased value. While always a popular menu item, coffee, in all its iterations, is important to consumers across the country. Recent survey data shows that 48 per cent of Canadians visit or order from a local, independent coffee shop once a month or more frequently, and 75 per cent visit a chain coffee shop at least once per month.
A recent study by Square reveals Canada’s trending coffee habits and the opportunities that exist for restaurants and cafés to attract a new customer base. Here are some of the stats featured in the study:
- Traffic times vary depending on the region, with most major cities reporting the coffee shop rush before 1:00 p.m. Montrealers visit just after 8:00 a.m., however, and in Toronto and Calgary, most café visits occur between 9:30 a.m. and 1:00 p.m.
- Brewed coffee remains the top beverage, with 42 per cent of respondents choosing drip coffee. Iced coffees, cold brew, and espresso-based drinks are runners-up, each claiming 23 per cent of respondent results.
- Matcha is trending with a 114 per cent increase in year-over-year orders. Gen Z and younger millennials are most likely to buy matcha-based drinks (14 per cent), while 35- to 54-year-old consumers make up six per cent of purchasers.
Consumers are looking for fresh flavours and new experiences, so get creative with your menu to create a buzz and generate traffic. Chains like Second Cup Café have introduced seasonal, Canadian-inspired beverages like the Nanaimo Bar FroCho and Nanaimo Bar Flash Cold Brew, Campfire Mocca Flash Cold Brew and Campfire Mocca Frappé to their spring and summer menus.
Today’s LTOs are a way to excite customers with short-term with interesting menu items that can be on rotation to keep guests engaged and garner attention on social media. Operators looking to switch it up simply can try adding a few signature coffee beverages to the menu to gauge interest and get guests excited. Coffee is a restaurant staple on most menus and can increase cheque totals, offer unique flavours, and improve guest satisfaction.
